IES 1June 7th 2012

Today• Work on final project

Making a commercial

Important factors for making an effective TV commercial

First, the product!

You need to decide on the details of the product.

• What does the product or service do?

• What company makes this product (offers this service)?

• What does the product look like?

• Logo

• Slogan

• Target audience

Decide a concept for your commercial

Who is your target audience?

What will the “tone” of the commercial be?

- humorous - serious - informational - fear-inducing

Do you want to sell your product through fear?

“If you don’t buy this, your life will be terrible!”

Do you want to give the viewers a “feel-good” experience?

Do you want to give as much information as possible to the viewers?

Decide a concept for your commercial

Brain storm some concepts.

Also remember:

No one likes a boring commercial!

Write a script• The commercial will turn out terrible if you do not have a

well planned out script.

http://www.youtube.com/watch?v=PDwKpi8cQJM

Write a script

Product: Pain relief cream

• Start with a concept (i.e., two friends are playing basketball, one friend complains about pain in his knee).

• Brainstorm

- What do the two characters look like?

- Should we show them playing the actual game, or just sitting down after playing?

- What do the friends say to each other?

- how does our product fit into this conversation?

Write a script• Remember to keep the time limit of the commercial in mind (i.e.,

30 seconds Write a script for 30 seconds).

• In the script:

• - Write details for what the characters are doing.• - What they look like (i.e., clothing, etc.)• - What the relationship is between characters.• - any necessary background information.• - Location.• - OF COURSE: Dialog.• - Music (i.e., jingle. Commercials generally use only one song).• - Props (equipment necessary for the characters).

Write a script• It may be useful to make an outline or “shot list”

Find the location • Find the location for the commercial.

• Where are you going to film it?

• IS the location available?

• What equipment will you need?

Practice the commercial• It is important to practice everything to determine

appropriate timing and to make sure that there aren’t any problems.

• It is also important for the characters (and announcer) to remember their lines!

Shoot the final version

Edit, Edit, Edit• Make sure there are no issues with the final product.

i.e., is it difficult to hear the actors speak?

Then:

- Re-shoot the scene again.- OR

- Voice over (dub) the scene with the same actor.